Application of control mechanisms on marketing decisions in multinational company marketing units in Malaysia
Loading...
Date
2006
Authors
Low, Chee Kong
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Research in international subsidiary management has made significant
advances in understanding the cross-border control mechanisms. However
there is very limited research done on issues related to marketing related
control mechanisms. Using a questionnaire survey, this study investigates the
types and level of control mechanisms used specifically on marketing-related
decisions, and examines the determinants and moderating factors of the
mechanisms. From the responses of 96 local marketing units of multinational
companies operating in Malaysia, four types of control mechanisms on
marketing decisions are identified, namely direct value control, direct support
control, control by socialization and networks and output control. Control by
socialization and network is found to be used most extensively in marketing
decisions. Among marketing mix elements, product decisions received the
highest level of control. Factors influencing the choice and the level of control
mechanisms include organization model, the size of local marketing unit, and
interdependence between local unit and headquarters. The relationship
between the determinants and control mechanisms are found to be moderated
by environmental complexity and target market.
Description
PhD
Keywords
Management , Marketing decisions , Multinational company